Content marketing is a great tool that organizations use to grow and educate their audiences. Additionally, their best chance of optimizing visibility in search results comes from publishing informative content. Secondly, they make sure that their content follows the best practices of SEO.

If we put it in another way, marketing functions best when we combine it with SEO.

What Is Search Engine Optimization (SEO)?

The process of optimizing your website for search engines like Google and Bing is known as Search Engine Optimization (SEO).

For example, MNK Studios , a music studio, ranks for the search term ‘music studio in dubai’ on Google search results.

Furthermore, increasing your google ranking can improve the website’s organic traffic.

Are you curious about how this could happen?

Generally speaking, your webpages receive more impressions and clicks when they rank well in Search Engine Results Pages (SERPs). It implies that more people visit your website and engage with its content.

This is crucial for businesses that sell products or services online. It is also critical for digital publications that generate revenue from on-page ad placements. It covers the majority of websites.

SEO has three primary divisions –

• On-page SEO : Refers to optimizing specific sections of your webpages with an emphasis on keywords, meta descriptions, subheadings, and high-quality content.
• Off-page SEO : Refers to optimizations taking place outside your website. This includes obtaining backlinks (links pointing to your website from other websites), and posting content on social media.
• Technical SEO : Aims to improve your website’s overall user experience and performance by optimizing its structural and technical elements.

Content Marketing : What is it?

Creating and sharing educational content that will grab a target audience’s interest and encourage engagement is known as content marketing.

There are various forms of content marketing. Among the formats that are most popular are:

1. Blog Posts
2. Email Communication – including newsletters
3. Resources to generate demand, such as buyer guides, white papers, and ebooks.
4. Case studies
5. Podcasts and Videos

The goals of content marketing are to educate and fascinate viewers.

Consequently, in comparison to other forms of marketing, it is usually less promotional. However, it frequently takes advantage of a customer’s interest in subjects throughout the whole marketing funnel.

How Content Marketing Impacts SEO?

Wonderful Content Marketing improves Search Engine Optimization (SEO) by attracting media attention, building backlinks, and offering a positive user experience.

People frequently divide Content Marketing and SEO into separate categories. However, Off-Page SEO relies heavily on content marketing.

To get a better understanding of this, let’s consider backlinks.

Search engines see backlinks to your content from high-authority websites as referrals.

Google says it is de-emphasizing links as a ranking component. However, few would disagree that they are still essential.

In addition to links, content marketing can attract media attention, particularly if your article contains original data. It imparts knowledge, skill, and insights that are difficult to find elsewhere.

So what role does content play in SEO?

Assume you are writing a lengthy blog post on a crucial business topic.

In addition to optimizing it for organic search visibility you can distribute it through a number of channels, including:

1. Email newsletters,
2. Organic Social Media Posts,
3. Social Media Advertisements,
4. Earned media which includes guest posts and press mentions.

These channels all contribute to your website’s SEO by increasing social media visibility, brand mentions, and other favourable off-page signals.

Combining Content Marketing with SEO

The following are some strategies for combining SEO with Content Marketing to improve results:

Consider Both People and Search Engines When Creating Content

Create content that is easy for search engines to understand, and that is helpful and relevant to users.

You must first gain a thorough understanding of your readers’ concerns in order to determine what they find valuable. In other words, you need to know what search intent is.

A reader’s search intent determines why they carry out a certain search.

Four types of search intent exist :

• Informational intent : The user is trying to find out more details on a particular topic. For instance, someone searching “what is seo?” might be trying to research a specific trend in Digital Marketing.
• Navigational intent : The user wants to locate a particular business or website. For instance, “Starbucks menu page”.
• Commercial intent : The user wishes to conduct research before making a purchase. For instance, “Starbucks vs Costa Coffee”.
• Transactional intent : The user wants to finish a transaction like making an online purchase. For instance, “buy starbucks coffee online”.

How can you decipher search intent?

To begin with, you can examine the content on the SERPs for a specific search query. Additionally, examine the various content types and even the sponsored results to comprehend the search’s intent. You may start creating content that meets searchers’ requirements once you understand the intent behind a given search.

Keep Up with Continuous Content Creation

You can get the most out of SEO by consistently creating and distributing new content.

Let us first make one thing clear. Google has drawn attention to the fact that frequent publishing has no impact on rankings. But it is still a good idea to post on a frequent basis.

In reality, SEO experts and content professionals seem to believe that more publications translate into more success.

Semrush had conducted a content marketing industry survey in 2023. Over 50 percent of respondents claimed that increasing their content creation has improved their rankings.

This is because every new post indicates that you are still active and present in publishing. It gives you additional chances to rank for keywords and boost traffic.

Creating content that revolves on your niche can help you become more authoritative. SEO and content marketing professionals must take advantage of analytics and other technical tools to regularly address content gaps.

Analyze Your Backlinks’ Value

You may determine whether your backlinks are valuable by evaluating them. This can assist you with creating links.

Your SEO efforts may benefit greatly from links coming from reliable and thematically relevant sites. This is because backlinks from reputable and relevant websites indicate to search engines that these sites have faith in your website.

Best Practices for SEO Content Marketing

To ensure you create and share original, relevant content that improves your visibility in search results, follow these simple steps :

Conduct Research Before Creating Content

To find out what your target audience is truly searching for, undertake some keyword research. You must do this to specifically target those keywords with your SEO content marketing plan.

Keyword research can assist you in :

• Identifying the language that your readers use while conducting searches.
• Creating content that is relevant to search intent.
• Bringing in more relevant traffic to your website.

Create Exceptional Content

Creating high-quality, user-centric content increases its chances of ranking in search results. This is because Google’s automatic ranking engines find and display the most reliable and beneficial content first. It is possible for “quality” to be subjective. Thus, the Google E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) acronym may be useful to you :

• Experience – The content depends on the author’s first-hand, personal knowledge of the topic. This feature is becoming even more crucial with the popularity of generative AI chatbots like ChatGPT.
• Expertise – The author or publisher exhibits a high level of subject-matter expertise.
• Authoritativeness – The publisher communicates with authority on the subject and similar fields. You can prove this by creating in-depth content for numerous pages of a website or by obtaining backlinks from reliable sources.
• Trustworthiness – The content originates from a reliable source. According to Google, this is the most significant quality, and it builds upon the other three.

Be aware that E-E-A-T has no effect on rankings. But, the implementation of E-E-A-T as a guide makes sure that your content is going in the right direction.

Additionally, you can employ the following strategies to set your content apart :

• Consult the specialists in your company – Conducting interviews with subject matter specialists within your team is an excellent method of eliciting unique and persuasive viewpoints. This is very important if it can contribute something new to the existing content from your competitors.
• Add your own unique research – Any insight into how customers utilize your product, is an example of original data. However, you can find quantitative insights without a cutting-edge product analytics system. Find out if there are any patterns by conducting a survey with your customers or other people in your industry.
• Write extensively – Providing a thorough analysis of a topic validates your expertise and understanding. The reader should not have to refer to any more sources to fully comprehend the subject after reading the article.

Publish Content Through a Variety of Channels

Your website’s visibility among your target audience grows when you distribute the content you create through channels like social media. In addition to that, you may also leverage email and paid advertisements for distributing content to enhance your website’s visibility.

Consider the following distribution channels :

• Social ads – You may target audiences to increase impressions on platforms like Facebook, Instagram, LinkedIn, and others. In addition to that, it is simple to gauge each advertisement’s effectiveness, as a result of the inbuilt analytics tool.
• Email newsletter – One excellent way to share your content is through your email list. You may also segment it into distinct categories and provide custom recommendations for each.
• Organic Social Media Posts – It is simple to share content with your followers on social media sites like X (previously Twitter) and LinkedIn. Additionally, the content that you share is accessible to the networks of your followers when they engage with it.

Analyze Your Marketing Performance

It is highly beneficial to track your performance. Performance tracking gives you a better idea of what works and does not work for your SEO and content marketing.

Semrush and Google Search Console are two tools you may use to track your SEO performance.

Are you preparing to increase website traffic and scale your online presence? Take advantage of TekReach Solutions’ high-quality SEO and Content Marketing strategies right away!